Trade Shows Bring Out Buyers Exhibiting can be a powerful marketing tool for engaging customers and generating leads.
By Scott Hanna
Exhibiting at a trade show can be a very effective part of your company's marketing mix. But what do you need to get started, and how do you do it effectively?
There are a number of benefits to trade shows. Of the visitors to a trade show, 83 percent have some kind of buying power and 53 percent intend to buy in the next 12 months.
Attendees also tell others what they see. On average, visitors to a trade show tell six other people what they saw at the show.
And finally, sales closed from show leads are generally 38 percent less expensive than leads generated in the field. But how do you get started?
Set Clear Objectives Successful planning starts with objectives that are clear and concise. Asking four questions can define objectives:
Why are you exhibiting?
Who is your target audience?
What do you want to communicate?
What is your measure of success?
Make sure these objectives are effective, i.e., specific, measurable, quantified and timely. For example, "generate 250 qualified leads that will convert to $100,000 in sales from new customers within six months."
Determine Your Budget Once you have developed objectives and selected shows, determine your costs. Your budget will in part be determined by your objectives, but there are some standards you can use as well. This is how your budget might be spent:
Show space 32%
Exhibit properties 20%
Travel and expenses 18%
Show services 14%
Transportation 9%
Promotion 6%
Miscellaneous 1%
A good place to start is to look at the cost for space at a given show, and then roughly estimate your total cost at three times that amount.
Supplies for the Show A trade show exhibit generally has two components: function and design. The function of the booth should be addressed before design. Some examples of function include portability, re-configurability, storage and audio/video capabilities.
You generally have three to five seconds to grab someone's attention. And many times you need to catch their eye from 15 to 30 feet away, so your display and graphics are a big part of what draws attendees to your space. Key things to keep in mind include:
Design for your target audience.
Know that your exhibit has two functions: to attract the audience and to support your staff.
Graphics should communicate who you are, what you do and what you offer.
Graphics should be comparable to a billboard, not a brochure: i.e., bold, legible and just enough to entice.
Promotion Promoting yourself before and after the show also should be a part of your trade show plans.
Only 20 percent of exhibitors do pre-show promotions. This means there's an opportunity for you to let attendees know where you will be, and why they should see you.
And, of course, do follow up after the show.
Booth Staffing Nothing else will matter if you do not effectively work your booth. In an exhibiting environment, 85 percent of your results are in the hands of you and your staffers.
You need to be knowledgeable, professional, friendly and approachable. You also need to communicate effectively and be a good listener. You must identify qualified leads and gather appropriate information from them.
The information above gives you a place to start. It is a tremendous industry, and for many, a very effective part of their marketing mix.
Scott Hanna is sales manager with Skyline Displays Heartland. You can reach him at (913) 599-4787 or .
